Nike, Adidas and the importance of image
At the 2016 Olympic Games, Nike won eight individual men’s gold medals on the track, Adidas won three and Puma two (both while carrying Usain Bolt). Adidas supported the German football team to victory in the 2014 World Cup and Nike performed the same feat four years later with France. Nike needs Serena Williams to win just one more Grand Slam to become the most successful female tennis sponsor of all time. Results matter to the world’s biggest sports brands.
Or, as Nike puts it in its annual results, “identification with prominent and influential athletes is an important aspect of competition in this industry”. After so much success at globally broadcast sports events spanning at least 50 years, it’s hardly surprising that Nike (US: NKE) and Adidas (ETR: ADS) are the first and third most valuable apparel brands in the world, their labels are worth $32bn and $17bn respectively according to consultancy firm Brand Finance.
Continue reading our content…
- Unlimited access to our market-beating portfolios
- In-depth coverage of many of the world’s great companies
- Unique insights from our top research team
- Company and markets insights
- Sponsored content
Previous article Next article
DON'T MISS OUT!
Get top investment ideas to help safeguard and grow your wealth.
Invaluable insight from the exciting world of smaller companies.REGISTER FREE
More on Adidas
Having delivered a stunning performance in 2020, with the portfolio up 21%, the first quarter of…
Despite its key assets being out of action for most of the year, the shares of…
More on Nike
Our portfolio has delivered twice the growth of the S&P 500 in the year to date.…
Now that the UK has sat through all 10,000 hours of Netflix (US: NFLX), there’s a…